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Old July 8 2013, 05:18 PM   #2690
Out Of My Vulcan Mind
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Re: STID "tracking" for $85-90 million opening [U.S. box office]

Sucess in business isn't all about volume. It's about a good return on investment. Making a large number of sales at low prices isn't inherently better or more successful than making fewer sales at high prices. It depends on the ROI.

STID is a decent-sized hit, a big enough hit to warrant a sequel. Had it sold the same number of tickets as Star Trek it would be a much bigger hit domestically given the higher ticket prices, especially the 3D premium, but it's done well enough to be marked down as a success nevertheless.
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